Day 046 - 04 Nov 94 - Page 39
1 A. No. It seems that the theme of that was particularly
2 in the second pages that were in these ads and not the
3 first pages of the ads.
4
5 Q. In the original series of ads, there was a first page ad
6 that had "balance", was there not?
7 A. Yes, there was.
8
9 Q. Do you remember the "balance" picture we saw?
10 A. Yes.
11
12 Q. That was dropped, was it not?
13 A. Again, I cannot recall for sure, but it certainly is
14 not in the advertisements that are listed on this page.
15
16 Q. No; and that cover letter for that says: "These are the
17 six ads to which we are committed for February." So in
18 February this ad was not being shown?
19 A. That is correct.
20
21 Q. If we look at the front page -- sorry, that is a bit unfair
22 on you. I still have the first document as well. It is
23 page 104: "What we're all about". That does not appear
24 there, does it -- the front page?
25 A. No, it does not.
26
27 Q. So, without going through them all, basically, most of the
28 front pages did not appear either, did they?
29 A. In this characterisation, I think you could easily say,
30 by looking at this list, which ones did appear and did not
31 appear. As I say, I do not think this is a full list, but
32 there certainly would have been a full list for that month.
33
34 Q. So, effectively, the evidence in front of us is that,
35 although three pages of the original campaign continued,
36 none of the front or second pages that refer to either
37 balance, McDonald's good food or McDonald's nutritious
38 food, or anything of that nature, none of that appears,
39 does it, in the continuation?
40 A. It looks as if it did not appear in the first quarter
41 of that year; that is correct.
42
43 Q. Okay. So I put it to you, Mr. Green, that, effectively,
44 you did abandon the campaign you were promoting at least in
45 the first half of 1987?
46 A. No.
47
48 Q. Effectively?
49 A. No, I do not believe so. These are a continuation of
50 that particular campaign.
51
52 Q. Yes, without the main themes; is that correct?
53 A. If I thought that the specific themes that were in the
54 second page would run the one time and then the rest of the
55 ads would run on a periodic basis; new ads were brought in,
56 other ads were taken out. As you can see, you can see
57 which ads ran and which ads did not.
58
59 Q. All the ads that were taken out were the ones that alluded
60 to the main themes of the campaign?
